Sunday Mail maintains dominance

THE Sunday Mail continues to maintain its dominance as the most read weekly newspaper on both print and digital platforms in Zimbabwe.

According to the Zimbabwe All Media Product Survey (ZAMPS) 2021 second half year report, The Sunday Mail retained its pole position by a mile, accounting for 42 percent of weekly newspaper readers.

At least 51 percent of weekly news consumers in urban areas get their news from The Sunday Mail while 27 percent of readers in rural areas rely on the hugely popular family newspaper for their news.

Sister publication The Sunday News commanded 9 percent of the national readership (urban 9 percent and rural 8 percent).

The Standard accounted for only 6 percent of the readership while The Daily News on Sunday claimed 9 percent national readership.

Up to 73 percent of those who read The Sunday Mail rely on the print edition, while 27 percent read it online.

In urban areas, readership went down from 34 percent to 18 percent during the same period.

The Herald dominated in both urban and rural markets where 52 percent of readers said they had read the paper in the last four weeks.

The Chronicle came in third after claiming 28 percent of the market.

H-Metro followed closely commanding 15 percent of the readership.

The Manica Post garnered 10 percent of the online and hard copy readership.

The survey was conducted by the Zimbabwe Advertising Research Foundation (ZARF), an all-industry independent organisation mandated to monitor and undertake independent market research on behalf of advertisers, the media, publishers, advertising agencies and public relations consultants in the country.